In aggregate, the streaming video landscape is very broad, yet many are quick to think of the big subscription video on demand (SVOD) services when they think of “streaming.” Competition, cord-cutting, consumer demand and access to content, however, have opened the door to a vast array of players, platforms and content options that fall outside the well-known SVOD realm of Netflix, Amazon Prime Video and Hulu.
Within the U.S. streaming universe, the “other” players—everything other than Netflix, Hulu, YouTube, Amazon and Disney+ (which launched November 2019)—account for 23% of the total U.S. streaming pie. And the amount of time people spend watching this content is up more than 50% year-over-year.
Ad-supported models appear poised to continue growing the rich wealth of streaming content offerings already available. Importantly, content providers and advertisers will need accurate insight into this increasingly fragmented space, including share of market, program-level measurement and ad measurement within ad-supported programming. Armed with that data, providers and advertisers will be well equipped to adjust as consumer behaviors shift in order to rise above the rest and stay viable amid the intensifying streaming wars.